TikTok's very mindful, very demure influence

You see how TikTok continued to foster the exchange of ideas and philosophy between borders and cultures in 2024? Very mindful, very demure.

- Yamini Chinnuswamy Correspondent

Or was it the epitome of brat, as epitomised by British singer-songwriter Charli XCX's sixth studio album of the same name, with its dark lime-green and chaotic electro club pop aesthetic?

These two contrasting concepts seemed to take over the internet in 2024, along with trends such as the "Gen Z intern writes the marketing script" and "looking for a man in finance".

All of these trends were birthed on TikTok, which remained the dominant influence in the pop cultural landscape during the year.

The mindful and demure trend was originated by American influencer Jools Lebron.

In August, a video she posted about workplace etiquette quickly gained attention for her unique and catchy phrasing. It has since earned more than five million "likes".

In it, she says: "You see how I do my make-up for work? Very demure, very mindful... I don't look like a clown when I go to work. I don't do too much, I'm very mindful while I'm at work."